Leo Kivijarv

Articles by Leo All articles by Leo

• Time Spent With Advertising Daily in Research Intelligencer on 04/02/2018
  

  Recently, "Research Intelligencer" approached PQ Media with the following question: How much of total consumer media usage is spent solely with advertising? This is a very complex question because often when advertising is the media content, people are not consciously interacting with the message as they would with entertainment and information content. For example, a viewer will focus on the plot of a favorite TV show, but once there is a commercial break, he or she might use a DVR to skip the ads, leave the room or start texting while the ad runs. Similarly, as this person reads the print edition of a newspaper, he or she concentrates on the article, although the peripheral vision notices the ad next to the article, but not necessarily the product being advertised. Thus, the term "exposure" becomes more relevant than "usage" in determining the time spent by consumers with advertising.

Comments by Leo All comments by Leo

• What Does Bari Want? Reading The Press-Release Tea Leaves by Adam Buckman (TVBlog on 06/01/2026)
  

  In addition to being a leading media forecaster since the 1990s, I've also been an educator of future journalists for more than 50 years (starting in 1974). In academic papers I presented and published while still a full-time professor in the late 1980s, I lamented that the broadcasting industry needed to set up better standards when hiring journalists, as almost 50% of those hired nationally had no formal training in journalistic standards, comparing it other fields like engineering that did have set requirments for new hires (do you want a sociology major, with a math minor designing the next bridge to build?) Since then, cable news has probably increased the non-journalistic majors hired to about 25%, but broadcast television continued to be a hold out. That's no longer true with what Bari Weiss is trying to do at CBS. What do I tell my current students that I teach as an adjunct when they ask about the job market?  Find another major? Concurrently, due to this increase in non-journalistic majors being hired who don't understand (or just ignore) journalistic standards and ethics, we've seen a significant increase in defamation cases with large payouts (some of which should have gone to court if not for the financial ramifications, such as Trump vs. 60 Minutes). I'm very worried about the field of journalism going forward with non-professionals taking over leadership roles. 

• Legacy Stations On The Ropes? Define Their 'Core' by Wayne Friedman (TV Watch on 06/01/2026)
  

  Interesting points Wayne and Ed. Maybe television and radio need to use the print media model in which newspapers and magazines are either shuttering entirely in rural areas and/or going to a digital-only model in larger markets. Unfortunately in the newspaper industry, this has led to "news deserts" in many rural regions per Northwestern University's database, which would become even worse if television and radio stations left those communities. 

• Colbert Was Adored By Fans, But He Killed CBS Late Night by Adam Buckman (TVBlog on 05/21/2026)
  

  I have to disagrree, as Colbert had commentary on Biden during his four years in office. During that time, however, Trump continued to be in the news in his attempts to overturn the 2020 election, including the January 6 insurrection he supported, as well as the two court cases in which he was found guilty and the multiple federal court cases that continued to be delayed successfully behind a partisan Supreme Court and Florida districut judge he appointed (and was often overturned by a higher court). 

• Ted Turner, CNN Founder And Media Titan, Dead At 87 by Adam Buckman (MediaDailyNews on 05/06/2026)
  

  One of the reasons that Turner thought CNN would work was the Iran hostage crisis, in which ABC launched Nightline, which was a great success. He was quoted at the time that viewers were ready to watch news programming that had specific storylines, rather than one-to-three minute bits on the latest presidential policy or horrendous event somewhere in the country, like a plane crash. Rather than wait for a "we interupt our regular programming ..." announcements, people could switch immediately to CNN to watch the event unfold in real time.  

• What Roman Politics Teaches Us About Modern Marketing by Paul Parton (Marketing Politics Weekly on 04/28/2026)
  

  Joe,Persuasion theory goes back to the Greeks, not Romans, particularly Artistole and some of his teachers who taught tools like syllogisms and ethymatic structure (most famously used by Budweiser during the 1984 Olympics held in Los Angeles). The structure of all political messaging can be traced back to Artistole's Stotis Method: Ill (the problem), Blame (what caused the problem), Cure (the solution to the problem) and Cost (how to implement the solution).Leo  

• Changing The Guards: Duggan To Retire From ANA, Succeeded By IAA's Szulce by Joe Mandese (MediaDailyNews on 01/27/2026)
  

  Bill was one of the best trade association executives that PQ Media had the pleasure working with multiple times.  Bill, I wish you luck in your less-strenous role at ANA, as well as good luck to your wife who will begin to tell you to go to the office more often after a few months (wink wink). 

• After Peaking In Recent Years, LGBTQ+ Ad Spending Decelerates Under Trump by Joe Mandese (MediaDailyNews on 12/09/2025)
  

  Dan C., I have to disagree with your accessment that brand campaigns are decided a year out. In preparing this report, we interviewed many LGBTQ+ media operators and brands that have advertised and marketed in LGBTQ+ media. We were told in confidence by numerous opinion leader panel member that the Bud LIght boycott was devasting to the LGBTQ+ media. For example liquor brands stopped advertising in LGBTQ+ magazines cold turkey (pun intended) in 2023 after ranking as the 1st or 2nd highest brand category in magazines for decades. The reference to Trump's impact is specific to 2025, as our opinion leader panel members who are media operators lamented at the loss of brand spending compared with previous years, particularly during PRIDE Month, due to the administration's attacks on DEI policies.  

• The Last Hold Co Forecasting Brand Still Standing by Joe Mandese (Planning & Buying Insider on 12/02/2025)
  

  Joe, thank you for the shout out to PQ Media. One thing you didn't mention is the Brian's new ground-up version at Magna mirrored the PQ Model, which he and I discussed soon after he released his first report. If you decide to continue this exercise, we would glad to participate. You also should consider WARC, PWC, and possibly eMarketer (not sure if they cover all the industries) who continue to publish annual reports with advertising & marketing data.  

• Macy's Thanksgiving Day Parade Was Cavalcade Of Brands by Adam Buckman (TVBlog on 12/01/2025)
  

  A few years ago, sponsoring a float cost the brands $75,000. Image the fees exceeded $100,000 in 2025.

• Amid A Changing Of The Ad Forecast Guards, A New Player Steps In by Joe Mandese (MediaDailyNews on 10/22/2025)
  

  It will be a shame if Magna discontinues it ad forecasting report, similar to Zenith, leaving only a handful of companies to publish annual global ad & marketing reports, including WARC and Madison & Wall referenced in the article, as well as PQ Media, Group M, PWC, and e-Marketer, which were not referenced.

About Edit

You haven't told us anything about yourself! Surely you've got something to say. Tell us a little something.